marketing toilet paper segmentation
Swatch Background –
The Swatch watches were created in 1983 to design, manufacture and sell the next big thing in innovative watch technology, their first line of plastic analogue quartz was launched the same year. “A Swatch watch was an expression of joy, a provocative statement, a warm smile delivered with a flick of the wrist.” (Swatch, the swatch revolution section, articles the amazing adventure of the second watch). Now named as the number one manufacture of watches in the world The Swatch Group has come a long way since their initial struggles in the mid 1980’s against Japanese watch companies who dominated the market with cheap yet effective imports that consumers snatched up; however the Swatch Watch placed Switzerland on the map as economic leaders in wristwatches. Due to the growing demand for watches that were upmarket and stylish in appearance as well as affordable Swatch began to cater to the market and found their grounding becoming a highly successful watch manufactures now reaching all corners of the world.
The watch market in Australia is highly competitive with Swatch one of the top competitors. In 2012 Swatch Group Australia led the watch market “with a 14% retail value share” (Euromonitor International, Watches in Australia, March 2014). Competitors such as Omega, Longines and Tissot all have their strengths one being “high positioning brand” in the Australian market. The Australian watch industry has posted a rising growth in watch industry revenue in the last five years and according to industry research by IBISWORLD will continue to produce.
Positioning strategy –
Current market positioning of Swatch watches –
Swatch Watches current target customers can be presumed to be demographically speaking predominantly young or those whom have a youthful spirit. This is assumed through their products aesthetics including vibrant colours and patterns as well as trendy and timeless appearance. Many older consumers appreciate a more demure and
The Swatch watches were created in 1983 to design, manufacture and sell the next big thing in innovative watch technology, their first line of plastic analogue quartz was launched the same year. “A Swatch watch was an expression of joy, a provocative statement, a warm smile delivered with a flick of the wrist.” (Swatch, the swatch revolution section, articles the amazing adventure of the second watch). Now named as the number one manufacture of watches in the world The Swatch Group has come a long way since their initial struggles in the mid 1980’s against Japanese watch companies who dominated the market with cheap yet effective imports that consumers snatched up; however the Swatch Watch placed Switzerland on the map as economic leaders in wristwatches. Due to the growing demand for watches that were upmarket and stylish in appearance as well as affordable Swatch began to cater to the market and found their grounding becoming a highly successful watch manufactures now reaching all corners of the world.
The watch market in Australia is highly competitive with Swatch one of the top competitors. In 2012 Swatch Group Australia led the watch market “with a 14% retail value share” (Euromonitor International, Watches in Australia, March 2014). Competitors such as Omega, Longines and Tissot all have their strengths one being “high positioning brand” in the Australian market. The Australian watch industry has posted a rising growth in watch industry revenue in the last five years and according to industry research by IBISWORLD will continue to produce.
Positioning strategy –
Current market positioning of Swatch watches –
Swatch Watches current target customers can be presumed to be demographically speaking predominantly young or those whom have a youthful spirit. This is assumed through their products aesthetics including vibrant colours and patterns as well as trendy and timeless appearance. Many older consumers appreciate a more demure and